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Smartphone Ownership Predicted to Soar in Globe's Top Digital Markets

Trend Summary: Two thirds of people living in the world's top digital markets will own a smartphone by 2018.

According to the New Media Forecasts report from ZenithOptimedia, published today, 66.5% of individuals in key digital markets worldwide will have a smartphone by the end of 2018. In forty-seven leading countries smartphone penetration rose from 41.6% in 2013 to 49.5% in 2014 while ...

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... penetration will reach 55.7% this year.

This fourth edition of ZenithOptimedia’s annual New Media Forecasts report provides snapshots of the current state of digital marketing in forty-seven countries, covering topics such as internet access, media consumption and online behaviour, and forecasts the rise of internet connections and smartphone and tablet technology.

The Asia Pacific and Western European nations lead smartphone and tablet adoption, while smartphone adoption is highest in the Asia Pacific and Western European regions.

Zenith expects these regions to maintain their lead for the next few years. Of the forty-seven markets studied, Singapore has the highest level of smartphone penetration, with 89.0% at the end of 2014. Zenith expects this will leap to 97.0% by 2018 as the government pushes ahead with its plan for universal Wi-Fi access.

Spain and Ireland follow close behind, with 86.7% and 83.0% penetration in 2014 respectively.

Read the original unabridged ZenithOptimedia article.

[Estimated timeframe:Q4 2015 - Q4 2018]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: ZenithOptimedia.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6765

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